Rayher Hobby

What Rayher Hobby does

Rayher Hobby GmbH is a family-owned German retailer and wholesaler of crafting and hobby materials, headquartered in Laupheim, Baden-Württemberg. Founded in the early 1960s, the company curates a catalog of more than 12,000 SKUs spanning paper crafting, casting, jewelry-making, painting, knitting, and seasonal DIY items. Its flagship proprietary line is the Raysin casting powder brand, and the assortment also incorporates recognized third-party craft brands including Swarovski, Miyuki, and FIMO. Unit pricing ranges from approximately €1.99 for small consumables to roughly €130 for higher-value kits, with free shipping offered on orders above €49.

The business operates three go-to-market channels: direct-to-consumer e-commerce, a B2B dealer portal serving registered craft retailers and Stützpunkthändler, and a physical showroom at the Laupheim headquarters. The storefront infrastructure is localized across at least nine country locales (Germany, Austria, Switzerland, UK, France, Italy, Spain, Belgium, Netherlands), indicating existing capability for cross-border sales beyond the established DACH footprint. Fulfillment is supported by a partnership with DHL GoGreen for carbon-offset shipping. The company is privately held with a disclosed headcount of 11–50 employees and no public revenue disclosure.

The company does not appear to operate in technology development, software platforms, or AI/ML — its offering is physical craft inventory, curated assortment, and multi-channel distribution within a niche hobby category. No acquisitions, capital raises, leadership transitions, or AI-related initiatives are disclosed in the available material.

Name

Rayher Hobby

Legal name

Rayher Hobby GmbH

Website

https://rayher.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Rayher Hobby GmbH is a family-owned German retailer and wholesaler of crafting and hobby materials, headquartered in Laupheim, serving hobby consumers and registered craft retailers through DTC e-commerce, a B2B dealer portal, and an on-site showroom.

Ownership category

akta.pro rank

Product category

Craft and Hobby Supplies

NAICS

Hobby, Toy, and Game Retailers (45912), Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC)

akta.pro secondary industry

Beading & Jewelry-Making Supplies Retail (CRALACAE)

Keywords

• Craft supplies retail
• Hobby materials
• DIY crafting
• Jewelry making supplies
• Casting materials

Headquarters

HQ city

Laupheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Retail: Online retail sales of crafting materials directly to consumers through their website rayher.com, with shipping to customers in Germany and Austria. Orders over €49 receive free shipping.
2. B2B Wholesale: Wholesale distribution to dealers and retailers through their B2B portal (b2b.rayher.com), serving specialist craft retailers and hobby shops.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Rayher Hobby GmbH is a German family-owned retailer and wholesaler of crafting and hobby materials, offering over 12,000 SKUs across categories such as basic materials, paper design, paints, casting and modeling, jewelry design, party and seasonal decorations, ribbons and fabrics, children's crafting, and DIY sets. The company sells its own branded products alongside distributed third-party brands (Swarovski, Miyuki, FIMO) through its own e-commerce store (rayher.com) and a dedicated B2B dealer portal (b2b.rayher.com), shipping to customers in Germany and Austria.

Product overview

Rayher Hobby operates as a multi-category e-commerce platform offering over 12,000 craft and hobby materials. The product portfolio is organized into ten main categories spanning basic craft materials (wood, glass, felt, tools), paper design and scrapbooking, paints and accessories, casting and modeling (concrete, Raysin, Fimo, soap, candles), jewelry design (with branded beads from Swarovski and Miyuki), party/seasonal decorations, ribbons and fabrics, children's crafting supplies, and DIY kits. The company also provides a craft ideas platform offering tutorials and project guides. Rayher sells its own branded products alongside third-party brands including FIMO, Sizzix, We R Memory Keepers, Crafter's Companion, Swarovski, and Miyuki.

Differentiator

Problem solved

Functional benefit

Products and services

• Basismaterial (Basic Materials) Core foundational craft materials including wood, MDF, paper-mâché, glass, cork, plastic/acrylic items, styrofoam, wax, lights & lamps, felt, floristry supplies, mosaic materials, glitter/sequins, adhesives, and hand tools for hobbyists and crafters in Germany and Austria.
• Papiergestaltung (Paper Design) Paper crafting supplies including basic papers, card making materials, scrapbooking papers, decorative foils, paper punches, stamps and accessories, paper decorations, and paper crafting tools and machines, aimed at card makers and scrapbookers.
• Farben & Zubehör (Paints & Accessories) Wide range of paints including acrylic, craft, Chalky Finish, kids, artist, marbling, outdoor, poster, screen-printing, fabric, face paint, chalkboard, and Window Color paints, plus sprays, markers, pens, media, varnishes, stencils, brushes, and canvas frames for hobbyists and artists.
• Gießen - Modellieren (Casting & Modelling) Casting and modeling materials including creative concrete, jewelry concrete, Raysin proprietary casting powder (formulations 200 and 250), sidewalk chalk, soap making supplies, candle making materials, casting resin, silicone/latex molds, modeling compounds, and Fimo polymer clay lines, for DIY casting and modeling hobbyists.
• Raysin Casting Powder Rayher's proprietary casting powder brand available in different formulations (Raysin 200, Raysin 250) for creating decorative cast items, sold under the registered Raysin trademark.
• Schmuckdesign (Jewelry Design) Jewelry making supplies including chains, bracelets, clasps, beads (glass, wood, wax, crystal, Swarovski, Miyuki Delica and Premium Rocailles), jewelry cement, jewelry accessories, jewelry tools, and jewelry DIY sets for jewelry hobbyists.
• Feste-Saison-Deko (Party & Seasonal Decoration)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• DHL GoGreencoreTechnology or IntegrationEnvironmental shipping partnership with DHL GoGreen for climate-neutral delivery of all packages. Provides tracking capabilities and reliable logistics for customer shipments within Germany and Austria.
• SwarovskiminorOthersBrand partnership for distribution of Swarovski crystal beads and pendants in the jewelry design category.
• MiyukiminorOthersBrand partnership for distribution of Miyuki premium seed beads (Delica and Rocailles) for jewelry making.
• FIMOminorOthersBrand partnership for distribution of FIMO modeling compounds for kids and professional use.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Hobbycraft: UK's largest specialist craft retailer with comparable multi-category hobby assortment and content-led community engagement; operates primarily in the UK, making it a regional benchmark rather than direct DACH competitor.
• Panduro Hobby: Leading Scandinavian craft retailer with multi-channel operations across Nordic countries; operates in a comparable hobby-craft category but serves a different geography, making it a regional benchmark rather than direct competitor.

Direct peers

• VBS Hobby: German craft and hobby materials retailer operating e-commerce and a dealer network in DACH with a similarly broad SKU range spanning paper, paint, seasonal, and DIY craft categories — the closest direct competitor to Rayher in size, geography, and assortment.
• Creativ Company: Scandinavian-headquartered craft supplies company with strong DACH distribution offering comparable multi-category craft assortments to retailers and dealers, overlapping with Rayher's hobby materials and B2B dealer motion.
• idee. Creativmarkt: German craft retail chain with both online and physical store presence, offering a comparable assortment of hobby craft materials, DIY sets, and seasonal decorations directly competing with Rayher in the DACH market.
• Folia: German specialist wholesaler and retailer of creative and craft supplies with a multi-category assortment (paper, paint, modeling, seasonal) closely comparable to Rayher's product breadth and hobbyist target customer.

Broad incumbents

• Müller: Large German drugstore chain carrying craft and hobby assortments among a much wider non-food portfolio; competes with Rayher on convenience and price for entry-level craft supplies but does not specialize in the hobbyist niche.
• Faber-Castell: Global art and craft supplies manufacturer with deep presence in colored pencils, paints, and modeling compounds; overlaps with Rayher's paints and kids' crafts categories but operates as a manufacturer rather than a multi-category retailer.
• Staedtler: Major German writing, art, and craft materials manufacturer with broad retail distribution across craft categories; adjacent to Rayher's assortment but primarily a brand manufacturer rather than direct-to-consumer craft retailer.
• Amazon Handmade / Etsy: Global online marketplaces that aggregate craft supply sellers and finished craft goods, competing with Rayher on selection, price discovery, and convenience for hobbyists in the DACH region.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/RAYHERHOBBY
• Facebookfacebook.com/rayher.hobby
• Instagraminstagram.com/rayher.hobby
• Pinterestpinterest.de/rayherhobby
• LinkedInlinkedin.com/company/rayher-hobby-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rayher Hobby